Brand Guidelines UPDATED: JUNE 2013

Transcription

1 Brand Guidelines UPDATED: JUNE 23

2 CONTENTS 2 SPO COMMUNICATIONS

3 MEET THE SPO BRAND. THE BRAND ESSENCE.2 THE OBJECTIVES OF OUR BRAND IMAGE.3 THE LOGO.4 THE LOGO FROM ALL ANGLES: LOGO DESIGN AND COMPONENT SPECIFICATIONS.5 AVOIDING COMMON MISTAKES.6 BRAND COLOURS.7 BRAND TYPOGRAPHY

4 . THE BRAND ESSENCE The Scarborough Philharmonic Orchestra enables openness and accessibility. A passion and imagination that allows us to bring an honest tone that is assertive but never imposing, friendly but never folksy and above all, confident.

5 .2 THE OBJECTIVES OF OUR BRAND IMAGE Our brand objectives are to better reflect who we are We value the importance of openness and accessibility that will continue to be the driving force behind everything we do in the community. The enthusiasm and humanity we demonstrate is what sets us apart. We are now dynamic, and bursting with knowledge and imagination. Our branding assumes these new and exciting aspects of our unique culture, while respecting the strength of our core values. Strengthen Increase prominence of the SPO brand Create an identity that can live anywhere Build understanding of the SPO and what we provide Clearly identify the SPO as the source of musical content consumers enjoy Unify Clearly present the SPO as one organization with one vision, while celebrating our areas of expertise Simplify Differentiate branding from information Streamline and de-clutter so that the SPO breaks through clearly 2

6 .3 THE LOGO We have re-crafted the SPO logo. The objective was to make the words appear stronger, friendlier, and confident, while retaining the look and feel of the original logo. The treatment allows for the opportunity to be known in the community simply as SPO. Having the foundation in the logo will only make this simpler in the future. 3

7 .4 THE LOGO FROM ALL ANGLES: LOGO DESIGN AND COMPONENT SPECIFICATIONS.5 X SPO LOGO.5 X.5 X =X.5 X.5 X.5 X All SPO logos have been created with usability in mind. Each logo is built around a single unit of proportion (X). In all logos, X can be determined by the height of the uppercase O in the Scarborough Philharmonic Orchestra wordmark. This measurement is the basis for each logo s structure and is used to determine clear space around the logo and its placement within layouts..5 X MINIMUM SIZE X.5 X.5 X COLOUR BLACK LOGO In addition to Pantone and Process colour logos, each SPO logo is available in black and white -colour (C) versions. These C versions should only be used when absolutely necessary, such as when creating -colour signage, limited colour newspaper advertising, or -colour screen printed promotional pieces. Whenever possible the full colour logo should be used..5 INCHES (8 PX) REVERSE LOGO The absolute minimum size that the master brand logo should appear is.5 inches in total width. REVERSE LOGO ON A COLOURED BACKGROUND All SPO logos are custom created pieces of artwork and should not be modified. All logos have been designed to be used as shown in this guideline. 4

8 You would like to use the SPO logo in a creative manner? Careful!.5 AVOIDING COMMON MISTAKES us first! Contact Alex Nardi Graphic Designer to review your idea and these guidelines at alex@nardidesigns.co. The colour logo should never be shown on a coloured background SPO logos (any version) should never be used vertically (head down or up) The SPO logo cannot be reshaped or recoloured. 5

9 .6 BRAND COLOURS Pantone 2945 Pantone 42 85% black White C 98 R 8 C R 22 C R 77 C R 255 M 75 G 76 M G 2 M G 77 M G 255 Y 9 B 42 Y B 2 Y B 77 Y B 255 K K 25 K 85 K 6

10 .7 BRAND TYPOGRAPHY Main Typography Gotham Light For designed, branded communications All designed communication pieces, done internally or externally, should use the Gotham font family, such as SPO advertising, brochures, websites, posters, etc. Four examples of the Gotham font are shown here. The typeface is available in a wide variety of styles and weights allowing for plenty of design flexibility. For headings, the type should be set in all uppercase. If you do not have or cannot obtain this font, Verdana may be used (Verdana is available in Microsoft applications). abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Gotham Book abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Gotham Medium abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz For everyday communications For everyday casual communication such as s and memos, the system font Verdana is used. Verdana is available pre-loaded on PC and Mac computers and has been specifically designed for high legibility both on-screen and in print. Gotham Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Verdana abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

11 2 SPO COMMUNICATIONS 2. COMMUNICATIONS 2.2 SAMPLES 9

12 2 SPO COMMUNICATIONS 2. COMMUNICATIONS Every piece is a critical business communication tool. They provide an introduction to who we are and what we do. And they provide comprehensive contact information, as well as critial information regarding an upcoming concert. Branding SPO is the dominant brand displayed on all material. Only the master brand logo is used here. Imagery All imagery is to be treated in a duotone using the SPO blue. Each image is specifically chosen to relate to the subject matter (such as a specific concert). In the case of a generic promotional piece, a musical instrument is to be used season poster 9

13 2 SPO COMMUNICATIONS WELCOME TO THE SCARBOROUGH PHILHARMONIC S CONCERT SEASON! Ronald Royer, Music Director Music Director and Conductor CONCERT SEASON CELEBRATING OUR 34 TH SEASON Ronald Royer, Music Director and Conductor From the enthusiastic high-quality performances of our orchestra, to the wonderful acoustics of the concert venues, to the engaging and entertaining repertoire for this season, we have an enjoyable concert experience in the heart of Scarborough. Our concerts are known for their inviting, friendly, and relaxed atmosphere. Our musicians love to make music and to share it with our audiences. At intermission, we have receptions for audience members and orchestra players to mix and enjoy each other s company. We have a new composer-in-residence, Jim McGrath, the prominent Canadian film and television composer of shows like the award-winning series Degrassi: The Next Generation, for which he received the 26 Gemini Award for Best Original Score for a Dramatic Series and the CBC series Republic of Doyle. He is also an amazing composer of concert music. With Jim on the creative team, we ll be performing some famous film music, including music from 2, A Space Odyssey (Also sprach Zarathustra), The Mission and Home Alone. There will be some exciting world premieres, including my new Rhapsody for the husband and wife team of Sarah Jeffrey and Gabriel Radford, both world-class players in the Toronto Symphony. There might be some masterworks you haven t heard before, but I m confident you ll enjoy the experience of exploring the music of the SPO s season season brochure pocket season schedule 9